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Los 3 pasos para emocionar a tu cliente

06 de Octubre 2017

4 minutos, 12 segundos

Como consumidores tenemos, en más de una ocasión, la impresión de estar escuchando más de lo mismo… ¿Compartes esta opinión? El cerebro de los consumidores está, por lo general, demasiado ocupado para escuchar una y otra vez el mismo mensaje, y, cuando esto sucede, lo discrimina, lo aparta y lo olvida… ¿Es esto lo que como empresarios que vendemos productos o servicios queremos?

Cada día absorbemos el equivalente a diez DVD de información, recibimos entre tres mil y cinco mil impactos publicitarios y tomamos alrededor de diez mil decisiones; algunas de ellas relacionadas con procesos de compra. Pero…¿Está nuestro cerebro preparado para tomar buenas decisiones con tal bombardeo de información?La respuesta es no, no lo está, o, por lo menos, no de una forma meditada. Nuestro consciente no da abasto y esto se traduce en que más del 85% de las decisiones son tomadas por nuestro subconsciente. Si a esto le añadimos que el consciente y el subconsciente no funcionan de igual manera ni hablan el mismo lenguaje, nos encontramos con quecomunicar en el lenguaje del subconsciente es clave para llegar a tu consumidor y lograr el éxito en la venta de un producto o marca.¿Está nuestro cerebro preparado para tomar buenas decisiones con tal bombardeo de información?CLIC PARA TUITEAR

El subconsciente es mucho más rápido, automático, instintivo y emocional que el consciente. De alguna forma podríamos decir que el subconsciente busca atajos mentales para agilizar los procesos de toma de decisión. La parte consciente de nuestro cerebro es mucho más lenta, realiza un mayor esfuerzo, y actúa de forma lógica y calculadora. Estas dos formas de trabajar hacen que la información procesada no sea la misma, o dicho de otra forma, no atienden a un mismo lenguaje:

– El consciente requiere información racional, hechos, números y explicaciones.

– El subconsciente responde a estímulos emocionales, imágenes, colores, símbolos, etc.

Esto no es nuevo para los departamentos de marketing de grandes corporaciones. Sin embargo, en la gran mayoría de pequeñas y medianas empresas se desconoce, o se piensa, que este planteamiento es sólo para las grandes marcas porque “nosotros comercializamos otro tipo de productos”, quizás pensando incluso que son casi “commodities” que lo que tienen que comunicar es «algo más tangible». Ahora bien, los productos o marcas pueden que sean diferentes, pero «el consumidor es el mismo», el mismo que sigue teniendo que lidiar con el idéntico volumen de información cada día y tomando sólo un 15% de sus decisiones de forma racional. Siendo así, ¿tiene lógica que sigamos dirigiéndonos al consciente del consumidor? ¿Qué impacto estamos causando si utilizamos este lenguaje?¿Tiene sentido cómo estamos posicionando nuestra marca o producto?Quizás sí lo tiene, si no nos importa saber que ese camino es el más largo y complicado, sabiendo que éste supone utilizar un proceso racional, en el que nos comparan fríamente con otras tantas marcas y productos cuya oferta, a menos que dispongamos de una gran patente, estará relativamente poco diferenciada. Entonces la decisión a tomar, si es que nos llegan a considerar como una opción, pasa a ser totalmente meditada y racional.¿Tiene sentido cómo estamos posicionando nuestra marca o producto?CLIC PARA TUITEAR

Hablar al consumidor en su “lengua materna”, la del subconsciente, exige replantearnos todo el proceso de decisión de venta, y cuáles son las motivaciones del consumidor y cuáles los argumentos que vamos a utilizar.Desde el último “por qué” que mueve al consumidor a actuar, al lenguaje utilizado para comunicarnos con él y cómo reforzamos la decisión tomada. Esto, además de método, disciplina y práctica, exige analizar la realidad con otros ojos y actuar en consecuencia.

¿Cuáles son los pasos que recomendamos seguir desde Improven?

1. Pon en cuarentena lo que declara querer tu consumidor. No es tan relevante. Eso lo dice su consciencia. Lo importante es saber qué es lo que mueve el subconsciente de tu consumidor: debemos entender cuáles son sus necesidades y motivaciones más profundas. Qué es lo que le hace sentir miedo, felicidad, soñar, y conectar con sus recuerdos que custodia el subconsciente. Charles Revlon sabía de lo que hablaba cuando dijo “en la fábrica hacemos cosméticos, en la tienda vendemos esperanza”.

2. Toca la fibra sensible de tu consumidor. Utiliza un lenguaje emocional y sencillo en tu comunicación, estimúlale, hazle soñar más allá de la relación lógica que pueda tener con tu producto. Johnnie Walker habla de progreso y no de whisky, Coca-Cola de felicidad y no de bebida carbonatada, Harley Davidson de libertad e independencia y McDonald’s de diversión para toda la familia y no sólo de hamburguesas.

3. Soporta tu propuesta emocional con argumentos racionales a modo de razón para creer.La consciencia tiende a explicar racionalmente, y a posteriori, las decisiones que ya han sido tomadas previamente con carácter emocional.Engancha a tu cliente con la emoción y refuerza la decisión de compra con la razón.

El término emoción viene del latín “emotio”, que significa «aquello que te mueve hacia».En Improven sabemos que para activar las emociones hacia la consideración de nuestra marca o producto hay que estimular el subconsciente del consumidor, ya que la mayoría de las decisiones relacionadas con el proceso de compra las tomamos de manera emocional y luego inconscientemente tratamos de justificarla con argumentos racionales.Por ello, debemos empezar a seguir el mismo patrón a la hora de posicionar y vender nuestras marcas y productos: entendiendo lo que mueve a los consumidores, hablándoles en el lenguaje del subconsciente y reforzando su decisión con argumentos racionales.El reto está en que para lograrlo hay que empezar poniendo en tela de juicio lo que hemos hecho hasta ahora, adoptando una forma diferente de ver la realidad y de pensar.El reto está en que para lograrlo hay que empezar poniendo en tela de juicio lo que hemos hecho hasta ahoraCLIC PARA TUITEAR

¿Soñamos juntos?

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